When a Client’s Website is Sabotaging Their PPC Success (And What One Agency Did About It)

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When a Client’s Website is Sabotaging Their PPC Success (And What One Agency Did About It)

As a Search or Acquisition Marketer during a digital agency, many obstacles can mount in a proceed of removing your clients some-more conversions. Maybe your duplicate isn’t utterly capturing a offering’s singular value? Maybe you’re saying diminishing earnings optimizing in AdWords?

Or maybe it’s your patron who is station in a proceed of their possess success. More specifically, it could be their website sabotaging paid promotion efforts.

Stefano Apostolakos of Montreal-based Digital Agency Webistry gifted this initial palm when consulting for a internal dental clinic, Centre Dentaire Les Cours. His client, Co-Owner Alex Aoun, had only invested a ton of income into their new website, and he was amped to start promulgation paid trade to it so they could book some-more appointments around email and phone.

Thing is, the trade they were promulgation to a dental office’s newly minted website only wasn’t converting. 💸  Stefano explains:

We were regulating paid ads for mixed dental services all heading to a same general page within [the client’s] site with bad performance: [we saw] acclimatisation rates underneath 1% total for forms and phone calls.

Based on courtesy averages for pages in a health vertical, this was flattering low (the median acclimatisation rate for alighting pages in this courtesy is 2.8%) — and Stefano knew a group could move in improved earnings if they focused on a post-click experience.

Thus began Stefano’s tour toward convincing Alex to bypass a imagination new website altogether and instead send their PPC trade to dedicated alighting pages for any campaign.

The new devise to proceed ad trade to alighting pages augmenting a dental clinic’s acclimatisation rate from underneath 1% to upwards of 5%, though it also brought them:

  • A improved Quality Score
  • A dump in Cost Per Click
  • An boost in sense share
  • A improved night’s sleep, probably

Here’s accurately how Webistry did it (and how your group can too).

The initial hurdle: Convincing your patron their website isn’t creation a cut

Stefano’s dentistry patron Alex had only spent large income on a website he was unapproachable of. It had complicated pattern and listed all of a dentistry’s specialized services in good detail: dental implants, knowledge teeth extraction, whitening, puncture services and more:

The site was pleasing (which is infrequently half a battle), though paid trade from ads to a general services page only wasn’t converting. Stefano suspected that it was since prospects who were clicking on specific hunt terms were removing confused after being sent to a generic, catch-all page.

He knew that a some-more targeted proceed to his client’s PPC campaigns was a answer. But when he suggested building a page per dental use (one for whitening, one for emergency, one for dentures), a patron pushed behind — and to be fair, Stefano accepted why:

He’d only forsaken a ton of income on a new website, because would he need to deposit even some-more income in something new?

Stefano assured his patron to bound on a phone. He wanted to explain accurately because he suspicion alighting pages were a smartest thing his patron could deposit in next. He focused in on dual categorical concepts:

  • Stefano explained that if prospects click on an ad for teeth whitening though land on a general services page with knowledge teeth descent listed during a top, this causes cognitive cacophony — and this difficulty creates prospects bounce.

    People who hunt for and afterwards click on an ad with “teeth whitening” in a title design to land on a page with “teeth whitening” in a headline.

  • Second, Stefano explained a significance of courtesy ratio. If prospects click on an ad for teeth whitening though land on a page with a ton of outmost links, they can easily remove steer of a movement they were perplexing to finish — booking an appointment, for example.

    If a patron continued to send trade to a general website, there’s a possibility prospects could get dreaming with a Facebook idol in a sidebar, click by and see a competitor’s arrangement ad in their feed (you can lick that lead goodbye!).

    Landing pages, on a other hand, narrow a visitor’s concentration and get some-more people to follow by with a dictated call to action.

With this, a patron was sole on regulating a exam — a explanation of judgment of sorts. And they weren’t disappointed:

After promulgation trade to alighting pages we total from Unbounce templates, we immediately saw a lift in conversions from 0.8% [on a client’s prior site] to 1.6%.

This gave a patron a certainty to let Stefano double down on their PPC ad to alighting page strategy.

The genuine diversion changer: Dedicated pages for any offer

Once Stefano had buy-in from his client, he set out to emanate hyper-targeted alighting pages for any singular use offering by his dentistry patron — from Invisalign to puncture services to base canals.

Now, if a awaiting searches and clicks on a content ad for “laser teeth whitening”…

…they land on a page that addresses their hunt vigilant and reinforces they’ve done “a good click”:

Similarly, if prospects click an ad for “emergency services”…

…they’ll land on a page with a title that matches a ad’s copy:

The branding of these alighting pages matches that of a client’s website, and a additional genuine estate afforded by a full, dedicated alighting page also gives Stefano and his patron some-more room to:

  1. Educate clients about their services: For example, their whitening alighting page compares a 4 opposite whitening procedures in depth: a prices, generation of any diagnosis and even that is many popular. This is pivotal information some prospects will need before engagement a procedure.
  2. Build trust: Stefano has found that display a group (the dentists, a specialists, a hygienists and even a receptionists) humanizes a services offering by a dental hospital and helps to build credibility.

Overall, Webistry total a improved knowledge for his dentistry client’s prospects and authorised them to find accurately what they were acid for. In turn, this brings Stefano’s patron improved formula for their PPC campaigns:

Now that we’ve built custom, singular pages per debate (per use type), acclimatisation rates are in a 5%+ operation (combined forms and phone calls).

Stefano has total campaigns and dedicated alighting pages for several of his client’s services: dental implants, knowledge teeth extraction, whitening, puncture services and more. His highest-converting debate alighting page for Centre Dentaire Les Cours — for a puncture services page — translates during 12.37%.

Not too shabby.

Bonus: Keep delighting your prospects by augmenting conversions month after month

This plan brought Stefano’s patron a improved acclimatisation rate along with many other gains: a improved Quality Score, a dump in Cost Per Click and a improved sense share. Getting his patron clicks during underneath a dollar is a large understanding when a patron lifetime value of a dental hospital is flattering damn high. 💪

As an combined bonus, regulating dedicated alighting pages creates A/B contrast campaigns a breeze. This means that Stefano and his group can continue to urge his client’s acclimatisation rates month over month.

This creates Stefano’s group services indispensable to his patron and creates them some-more expected to keep doing business with Webistry. Here’s how Stefano’s client, a clinic’s Co-Owner Alex Aoun, put it:

There’s no improved feeling than realizing your receptionist is too bustling to hoop a boost in phone calls and email inquiries. When we need to sinecure a second receptionist to keep up, we know we have a good problem on your hands!

Pretty honeyed if we ask me — so honeyed it’s makin’ my tooth hurt.

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